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The fact that Coke have taken on an ethically-conscious company isn't going to directly impact on the way the public views Coke. I think, these days, the major
by lwhi 16y ago
The fact that Coke have taken on an ethically-conscious company isn't going to directly impact on the way the public views Coke. I think, these days, the majority of people are too sophisticated for that kind of simple brand-arithmetic.
A battle with a larger corporation over marketing just makes Honest Tea seem more honest, and as the concept of 'honesty' is one its main marketing pillars, the spat could possibly lead to more profit (for both companies) as a result.
Even if this story doesn't involve a strategic decision, there could be a positive pay-off for both.
- Aetius 16y agoIndeed. No doubt the massive Coca Cola marketing team is salivating at the thought of spinning this.
- Supermighty 16y agoI don't think The Coca-Cola Company cares what brand of sugar water they sell. So long as it's them it's being bought from.
- docgnome 16y agoI don't agree. I think they want to sell the brand of sugar water with the highest profit margins.
- Supermighty 16y agoTouché
- lwhi 16y agoI think they want a diverse range of branded sugar waters. Allowing them to profit from multiple independent markets. It's not one or the other - it's the whole spectrum.